Chapter 2 Segmentation, Targeting and Positioning

73) When Fage Yogurt emphasizes its yogurt's thickness, which two positioning strategies was it using?

A) key attribute and premier position

B) premier position and umbrella positioning

C) un-owned position and umbrella positioning

D) key attribute and un-owned position

E) key attribute and umbrella positioning

74) When Healthy Choice positions its products as more nutritional than Italian sub sandwiches and prepared salads, which type of positioning is it using?

A) umbrella positioning

B) premier position

C) positioning against competition

D) un-owned position

E) predictive positioning

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.

75) In the MUSEUM MINI CASE, dividing museum attendees into frequent users, less frequent users, and non-users is known as ________.

A) geographic segmentation

B) benefit segmentation

C) usage rate segmentation

D) sociocultural segmentation

E) psychographic segmentation

76) In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.

A) countersegmentation

B) mass marketing

C) narrowcasting

D) concentrated marketing

E) demographic segmentation

77) In the MUSEUM MINI CASE, the most important differentiating factor between frequent and less frequent users is ________.

A) income

B) age

C) gender

D) education

E) stage of family life cycle